Résumés
Résumé
À partir des Études culturelles féministes et postmodernistes, nous procédons à l’analyse de messages publicitaires réalisés par la compagnie Nike. Nous avançons que la « colonisation » du corps féminin faite par cette compagnie a nourri le sentiment postféministe dans l’imaginaire nord-américain. Nous illustrons la façon dont Nike a envahi l’univers sémiotique et social tout en misant sur des stratégies mondialistes qui permettent l’exploitation de femmes en Asie. Nous concluons en expliquant comment Nike en est arrivée à se positionner en tant que productrice non seulement de chaussures, mais aussi de discours sur la normalité et la vérité.
Summary
Using a framework wherein feminist Cultural Studies meet postmodernism, we proceed to deconstruct a few Nike advertisements. We argue that Nike’s corporate “colonization” of the female body has both articulated and accompanied the postfeminist moment in the North American imaginary. We illustrate how Nike came to dominate the North American semiotic and social, while favoring globalizing strategies adopted at the expense of Third World women. In conclusion, we explain how Nike has positioned itself as a producer of not only shoes, but also discourses of normalization and truth.
Parties annexes
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